YOU Are Your Business

originally posted

Wednesday, March 4, 1998

No matter what business you're in, you are an expert in it. Right? Otherwise, you wouldn't be there.
So, take advantage of that expertise.

Write an article for a trade magazine and send it in.

There are thousands of trade magazines published each month. Most are always looking for new
articles. Why shouldn't yours be one of them?

Maybe you've just completed a marketing study that's produced some interesting results. Write them
up. Attach your name to it and send it off. Or perhaps you've created a new way to use a product.
Maybe you presented research at a conference. Or you're company's been recognized for its
innovative policies. Perhaps you have a definite opinion on the trends within your industry.

The successfully written article will make sense of the world--as it pertains to readers of a particular
publication. There are several steps necessary if you hope to accomplish this.

"The successfully written article will make sense of the world. . ."

First, know what you want to talk about and why. Why is this particular subject of interest to the
readers? What do they already know? What do they need to know?

Second, does the publication accept editorials (opinion pieces) or will you need to write in a more
reporterly fashion? If the latter, who will your sources be?

Third, write a draft. Don't worry about the organization or the grammar. Just get down all your
ideas.

Then, the hard part. Look at what you've written. What's superfluous and too self-serving? Get rid
of it. Where do you need additional information and research? Find it. Which piece logically comes
first? Move pieces around.

Lastly, craft it. Once you've organized your ideas and are convinced the story is worth reading, look
at the words you've used and the sentences you've written. How can you make them better? Use
concrete words. Vary the length of your sentences. Read the piece out loud. If you stumble, the
reader will, too. Change it.

"If you stumble, the
reader will, too."

"The more people you reach, the more
you're perceived of as an "expert"."

No matter what subject you choose to highlight, a well-written article can bring you publicity.

Most publications will include the author's byline, which often consists of name, company, and a brief
biography.

The more your name's in print, the more people you'll reach. The more people you reach, the more
you're perceived of as an "expert".

Even if you can't write, you're losing out on a great source of free publicity for you and your business
if you don't publish. Find someone who can write. Let them know what you want your article to say.

Want to read more?

Jennifer Hicks is CEO and President of WordsWork, a communications consulting firm that works with clients to provide for their training, writing, editorial, and research and communication strategy needs. Since its start in 1996, the company has experienced tremendous growth and has grown from a one-person show to a staff of more than 25 full- and part-time people. Clients have ranged from start-ups to companies in the Fortune 500. While their trainers, writers, and editors have expertise in a variety of areas including technology, business, education, and medicine, they are renowned specialists in communications for the healthcare industry. For more information, contact info@wordswork.com